5 Things Your Social Strategy Can Learn From a Professional Wrestler
This is Daniel Bryan, who made this post possible
Those of you that know me personally, know that I enjoy professional wrestling. I have liked it since I was a kid and I still do. “Isn’t that stuff all fake?” Noted. So is every movie that has ever made you cry. I am also, as you know, very into social media. There is one thing I have been taught in my life over and over and that is if you want to be good at something, pay attention to someone else who is already good at it. Enter Christopher Penn. I met him at Social Fresh East and had the privilege of hearing him speak. He is an inbound marketing expert with a specialty in email marketing and a true to life ninja. He is also amazingly humble which is one of the many reasons I follow him. He is not a wrestler, I’m getting to that part. He does however play the World of Warcraft. In his blogs he has the uncanny ability to relate many things from his love of WoW back to marketing. In a recent post he encouraged his readers to blog about something others aren’t. So I decided to give his style a try.
Now, before I get into the nuts of this post, please indulge me and take 5 minutes to watch this video. See if you notice any kind of interesting patterns.
Did you notice anything? A lot of chants of “YES!”, weren’t there? They went on all night regardless of who was in the ring, they broke out in Spanish (“Si, Si, Si!”), and would you like to know the most interesting part of the whole thing? The wrestler whose mantra that is did not appear on the telecast. The wrestler those chants were for is Daniel Bryan. His character is a “heel” or a bad guy in wrestling speak. He is supposed to get booed. He had started chanting “YES!” on his own during his entrance a few months previously as a way to irk the crowd. This is not a one time occurrence. This has happened at every show for weeks now. They had to make a YES! t-shirt so fast, you can only pre-order it right now. How did this happen then? More importantly, how can you get people to chant “YES!” for your brand?
Consumers are informed today more than ever. Wrestling fans are no different. They appreciate the characters the wrestlers portray, but they know about them behind the scenes, too. They can sniff out phonies and wanna-bes pretty quickly but they reward the ones who are the real deal. The same applies to your brand. Are you the real deal?
Daniel Bryan worked his tail off to get to where he is. Worked his way through the indies, paid his dues, and the fans connect with that. Are you putting that kind of effort into your strategies?
The incident that sparked these deafening simultaneous chants by thousands of people came at this past Wrestlemania. Daniel Bryan went in as a champion and lost in 28 seconds. Now to the part where “isn’t that scripted?” Yes (no pun intended). The people had so much respect for him that they stood up for him the best way they knew how. Having a match scripted that way is a slap in the face for a wrestler, a champion no less, that has given his all for a whole year and finally made it to the biggest show of the year. Would your fans stand up for your brand? Why? Why not?
The chant has become fun for the fans. They genuinely enjoy getting to chant it. Do your fans genuinely enjoy what you’re doing?
Possibly the most important, they all chant together. Thousands of people joining as one voice. All walks of life, united by a simple word. YES! Does your strategy encourage people to share their experience with one another? If one person was chanting “YES!” by themselves, no one would care. You wouldn’t even hear it. Food for thought.